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1、MarketingIsAllAroundUsMarketingIsProductsMarketingisallaroundus.Wearesurroundedbybusinesses,likeAppleComputerInc.,thatcarriesgoods---productsgrownormanufacturedandpreparedforsale.Wealsoseemanybusinessesthatofferservices---benefitsorsatisfactionsthatimprovethepe
2、rsonalappearance,health,comfort,orpeaceofmindoftheirusers.Someproductsareusedtomakeservicesavailable,suchasthetoolsanautomechanicusesinservicingacar.Marketingstartswithpeople.Marketingbusinessesfindoutwhatcustomerswantandworktosupplythosegoodsandservices.Gettin
3、gproductsfromfarmsandfactoriestothepeoplewhowillusetheminvolvesmarketingateachstep.Supposeafarmerrecognizestheneedforpopcornanddecidestogrowsome.Whenthepopcornisharvestedandreadyformarketing,itmaygotooneofmanyplaces,dependingonwhetheritistobestoredorusedrightaw
4、ay.Marketingoccursateachstep:whenthefarmersellsit,forexample,toastoragewarehouseandwhenthewarehouseinturnsellsittoasupermarketoramusementpark.Marketingoccursmostobviously,perhaps,atthemovietheaterwherepatronsaregreetedwiththesight,sound,andaromaoffreshlypoppedc
5、ornastheypassintothetheater.MarketingIsServicesThepopcornisaproduct.Themovietheaterwherethepopcornwassoldprovidesaservice---theopportunitytoseeamovie.Otherbusinessmarketingservicesincludebeautysalons,insuranceagencies,drivingschools,emergencycarecenters,andthet
6、elephonecompanies.Servicesaremarketedasproducts.Servicesvaryfromotherproductsinseveralways.Theyareintangibleandperishable.Youcannotkeepaplaneflight,forexample,norcantheairlinegainincomefromanunsoldseat.Servicesalsovaryinquality.Onebusiness-classflightmayserveah
7、otmealwhileanotheroffersonlysandwiches.Finallyservicescannotbeseparatedfromtheorganizationorpersongivingtheservice.Youcannotbuyaplaneridefromarailroad.Forthesereasons,itisimportantthatservicebusinessesusemarketingskillstofindoutwhatcustomerswantandthensupplyit.
8、Marketinginvolvesmanyspecialactivities.Amongthemismarketingresearch,productplanning,advertising,andselling.Theseactivitiesandothersmakeuptheworldofmarketing---aworldofpeople
